China Food

Can the American market be the salvation of Starbucks?



“ 
The pressure of
is also great.
 ”
Since the first quarter of fiscal year 2022, the same store sales of Starbucks in China have shown a downward trend. According to the recently released financial report data, the store sales in China have decreased by 44%.
Affected by this data, the sales of Starbucks stores in the international market including China fell by 18%, in contrast, the sales of Starbucks stores in the North American market increased by 9%.
For a long time, the Sino American market across the ocean has always been the largest basic market of Starbucks. As of the third quarter of 2022, 5761 stores in China and 15650 stores in the United States constitute nearly 61% of Starbucks’ global portfolio.
Frankly speaking, as an enlightening educator of China’s coffee market, Starbucks was once praised as a God, and was once caught up in public opinion waves such as food safety and expulsion of others. In addition, the competition in China’s coffee market is fierce, and rising stars are clinging to the market of fine coffee and special drinks. If Starbucks is not stable enough in China, can the American market be its salvation?
The coffee market cannot be without China
In 1983, when Howard Schultz was walking in the streets of Milan, Italy, he was attracted by the fragrance of espresso and the brilliant smile of the shop assistants. New York businessmen were suddenly hit. It turns out that coffee is not only refreshing, but also a social drink with a romantic color.
When he returned to the United States from Italy, a coffee revolution was vigorously launched in Seattle. At that time, Schultz did not realize that the future of this huge coffee Empire might establish its most important overseas market on the other side of the ocean.
At the end of the 20th century, Starbucks opened its first store in Beijing international trade with the promise of “meeting 1999”. At that time, the salary of white-collar workers was only about 1000 yuan, and the price of a single cup of coffee in Starbucks was about 20 yuan.
In May 2000, at lipao square, Huaihai Road, Shanghai, Schultz, wearing a suit and a brooch, cut the ribbon for the first Starbucks store in Shanghai. At that time, he probably never thought that in 20 years, Shanghai would become the city with the largest number of Starbucks in the world.
(image source @ interface News)
Starbucks bet on China and Shanghai. After 2021, Shanghai has become a global coffee
In addition to Ruixing, other players in the Chinese local market can not be underestimated. M stand, a coffee chain with scene experience and large space, opened its first store under the Wutong tree on Huashan Road in 2017. In just three and a half years, the number of stores has expanded to 100. According to the data on the official website official account, by the first half of 2022, m stand has covered 17 cities across the country, and the number of stores has reached more than 170.
Manner coffee, which also started in Shanghai, is a typical case of the rapid expansion of the small shop model. From the small store of 2 square meters in Nanyang Road to the whole country. In March this year, manner officially announced that it would open more than 200 stores in 10 cities in China, including second tier cities such as Wuhan, Nanning and Haikou. So far, manner has quickly infiltrated the second and third tier markets with Ruixing’s original playing methods. At present, the number of stores has reached nearly 500, and he has become a player worthy of the name only second to Ruixing and Starbucks.
(image source @ interface News)
In addition, TIMS coffee, which recently announced that it would be listed in the United States, although it has only entered China for three years, it is also favored by capital. Sequoia China, Tencent, Zhongding capital and Descartes capital group are all its investors. According to the data of the narrow door restaurant, as of July 4 this year, the number of tims coffee stores in China has reached 450. Different from manner and M stand, Tim’s penetration rate in transit stations such as highway service stations and gas stations is far higher than that of other players.
(image source @ interface News)
In addition, many players such as Nova coffee, algebrasian coffee, seesaw, Peets and% Arabica are active in the Chinese market. Among them, Nova coffee has entered the B + round of financing and seesaw has entered the a + + round. According to the data of relevant reports, since the development of the coffee industry entered the fast lane in 2019, the industry has obtained financing of nearly 74.332 billion yuan in three years.
Before that, Starbucks relied on the first mover advantage to establish a group of believers in the Chinese coffee market. Later, due to the relevant land rent concessions, Starbucks led the penetration in the third and fourth lines. However, the current fierce war in the whole market has gradually weakened these exclusive advantages.
Players such as manner, m stand and% Arabica can also more or less enjoy the preferential policies for the settlement of shopping centers or commercial complexes. Fast runners such as Ruixing have gradually gained a foothold in the sinking market in the growth rate of 19% in the number of coffee shops in third tier cities.
Is the US market still strong?
When Schultz returned to Starbucks three times, he might have realized that the Chinese market, which he was proud of, was no longer a stable city.
The question is, if the basic market of Starbucks in China is not stable enough, can the American market be the salvation of Starbucks?
a603
2. Financial report data of Starbucks in the third quarter of fiscal year 2022
3. Interface news: why can Shanghai become the city with the most Starbucks in the world
4. Starbucks, seeking the hospitality of a cup of coffee
Author: makoko; Source: Wu Ying (ID: esnql520), reprinted with authorization. Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);
Read the original text
Can the American market be the salvation of Starbucks?
(图源@界面新闻)

此外,中国市场还活跃着挪瓦咖啡、代数学家咖啡、Seesaw、Peets、%Arabica等诸多玩家,其中挪瓦咖啡已经走到B+轮融资,Seesaw已经走到A++轮次。根据相关报告的数据,自2019年咖啡行业发展进入快车道来,三年内行业获得融资近743.32亿元。

此前,星巴克依靠先发优势,在中国咖啡市场树立起了一批信徒,后又因为相关入驻地租优惠,在三四线的渗透度完全领跑。但整个市场目前的激烈战争,已经让这些排他性优势渐渐削弱。

诸如Manner、M Stand、%Arabica这样的玩家,也能够或多或少享受到购物中心或者商业综合体的入驻优惠政策,而瑞幸这样的快跑者,在三线城市咖啡门店数量高达19%的增速中,也逐渐站稳了下沉市场的脚跟。
美国市场依旧强健?
当舒尔茨三次返回星巴克时,他或许已经意识到,让他曾经为之骄傲的中国市场,已然不是稳若金汤的城池了。

问题在于,如果星巴克在中国的基本盘不够稳了,那美国市场能够成为星巴克的救赎吗?

坦白讲,在经历了精品化的冲击之后,咖啡浪潮在美国的发展历程,如今也开始部分地向家庭化场景倾斜。也就是说,中产阶级的消费者其实有能力负担价格更昂贵的咖啡机、原豆、滤纸来完成家庭式的咖啡冲调需求。星巴克在豆子、味道本身其实只在中档水平。

而在迅速、快捷的早餐场景中,能够搭配「咖啡+面包」组合销售物品的玩家数量其实更多。

  • McDonald’s coffee and breakfast in wheat also have a high penetration in the United States. Bakeries and coffee shops such as Panera bread and Dunkin ‘are also able to complete the supply of coffee + meals.
  • Among the players who are famous for their coffee, it goes without saying that the coffee quality of grandmaster Peets naturally goes without saying. Blue bottle, the representative player in the third coffee wave, has also penetrated in key areas such as California and New York.
  • Philz coffee, a coffee chain house, also has nearly 100 outlets in key cities such as San Francisco, Los Angeles and San Diego in California, Washington, D.C., Virginia and Chicago.
某种程度上,星巴克是美国的强健也是依靠「风味化饮品」来打天下的。在《将心注入》里,舒尔茨坦诚,尽管起初他并不看好这种奶油、雪霜混合而成的乳品饮料,但在星冰乐在美国全面铺开的那一年,销售总额高达5500万美元,占据当年年度财务收入的7%。

这的确是让部分星巴克信徒们引以为傲的优点。似乎,星巴克总是能接受客户奇奇怪怪的要求,虽然其他咖啡品牌也能在糖度、冰度上极其个性化,但在各种小料的调整添加上,星巴克总是能满足订单上最复杂的要求。

这在中国市场可能是一个优势,但在美国市场,这种态度是一种标配。在当地的很多咖啡馆和餐厅,素食主义者、半素食主义者、对某种食物过敏者人数众多,所有服务者都会仔细听取食客的细致要求。

不过,中国零售的数字化也向星巴克反哺过经验。如今,美国的星巴克也出现了提前下单,门店直接打包带走的模式。虽然这是疫情之下的直接转变,但中国零售市场的高度数字化,让星巴克也在不断探索和反思,让消费者更便捷的饮咖方式是什么。

总体而言,如果没有中国市场的强劲数字,仅仅依靠一个美国市场,星巴克的全球财报也许还将继续黯淡。但在中国市场,星巴克必须开始加速快跑了,后起之秀已经逐渐将比分拉平,接下来,是彼此站在同一起跑线上的新战争了。

参考资料:
1.星巴克2021财年年度财报
2.星巴克2022财年第三季度财报数据
3.界面新闻《上海为什么能成为全球星巴克最多的城市》
4.商界《星巴克,求索一杯咖啡的好客之道》
者:麦可可;来源:吴怼怼(ID:esnql520),转载已获得授权。
媒体商务合作:Amy(微信号:13701559246);
转载授权及媒体合作:Jennifer(微信号:15151447934);
加入社群:Cherry(微信号:15262433826)。

相关阅读



食品人都“在看”

Similar Posts

Leave a Reply

Your email address will not be published.